13
RADIO LISTENING
13.1 Overview
According to Nielsen (www.nielsen.com), radio reaches more than 243.8 million
people ages 12 and older over the course of a typical week.
By age demographic, the radio listening audience is as follows:
• 12-to-17:
22.75 million
• 18-to-34:
66.31 million
• 35-to-49:
61.19 million
• 50 and older:
91.12 million
The diversity of radio formats attracts advertiser-coveted target demographics.
According to Arbitron Research (www.arbitronresearch.com), 93% of African-Americans
and 95% of Hispanic-Americans ages 12 and older tune into radio over the course of a
week. Radio reaches 96% of adults ages 18-to-49 with a college education and a
household income of more than $75,000.
13.2 Top Radio Markets
Arbitron Research defines geographic areas for radio stations as Radio Metros.
There are 274 Radio Metros in the United States.
The following is the Fall 2014 ranking, by population ages 12 and older, of Radio
Metros (source: Arbitron Research):
1
New York, NY:
16,033,100
2
Los Angeles, CA:
11,179,600
3
Chicago, IL:
7,910,200
4
San Francisco, CA:
6,377,900
5
Dallas-Ft. Worth, TX:
5,559,300
6
Houston-Galveston, TX:
5,253,500
7
Washington, DC:
4,720,300
8
Philadelphia, PA:
4,547,300
9
Atlanta, GA:
4,487,600
10
Boston, MA:
4,145,900
11
Miami-Ft. Lauderdale-Hollywood, FL:
3,858,000
12
Detroit, MI:
3,790,400
13
Seattle-Tacoma, WA:
3,585,700
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14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
Phoenix, AZ:
Puerto Rico:
Minneapolis-Saint Paul, MN:
San Diego, CA:
Tampa-St. Petersburg-Clearwater, FL:
Denver-Boulder, CO:
Nassau-Suffolk (Long Island), NY:
Baltimore, MD:
St. Louis, MO:
Portland, OR:
Charlotte-Gastonia, NC:
Pittsburgh, PA:
Riverside-San Bernardino, CA:
Sacramento, CA:
San Antonio, TX:
Salt Lake City-Ogden-Provo,UT:
Cincinnati, OH:
Cleveland, OH:
Las Vegas, NV:
Orlando, FL:
Kansas City, KS-MO:
Austin, TX:
San Jose, CA:
Columbus, OH:
Milwaukee-Racine, WI:
Hudson Valley, NY:
Indianapolis, IN:
Middlesex-Somerset-Union, NJ:
Raleigh-Durham, NC:
Norfolk-Virginia Beach-Newport News, VA:
Providence, RI:
Nashville, TN:
Greensboro-Winston-Salem-High Point, NC:
New Orleans, LA:
West Palm Beach-Boca Raton, FL:
Oklahoma City, OK:
Jacksonville, FL:
Memphis, TN:
Hartford-New Britain, CT:
Monmouth-Ocean, NJ:
Louisville, KY:
Richmond, VA:
Buffalo-Niagara Falls, NY:
McAllen-Brownsville, TX:
3,347,700
3,128,300
2,827,200
2,729,200
2,501,200
2,486,500
2,454,700
2,373,000
2,318,800
2,182,400
2,108,900
2,008,400
1,997,700
1,913,000
1,897,800
1,791,400
1,781,400
1,763,800
1,700,200
1,676,600
1,668,100
1,586,300
1,574,200
1,567,700
1,489,100
1,487,300
1,468,300
1,454,800
1,430,100
1,390,200
1,388,700
1,339,200
1,239,100
1,222,200
1,200,300
1,194,300
1,184,500
1,122,600
1,077,600
1,032,700
1,009,400
1,003,700
983,900
965,300
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58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
Rochester, NY:
Greenville-Spartanburg, SC:
Birmingham, AL:
Ft. Myers-Naples-Marco Island, FL:
Tucson, AZ:
Honolulu, HI:
Dayton, OH:
Albany-Schenectady-Troy, NY:
Tulsa, OK:
Fresno, CA:
Albuquerque, NM:
Grand Rapids, MI:
Allentown-Bethlehem, PA:
Knoxville, TN:
Wilkes Barre-Scranton, PA:
Des Moines, IA:
El Paso, TX:
Omaha-Council Bluffs, NE:
Sarasota-Bradenton, FL:
Bakersfield, CA:
Wilmington, DE:
Charleston, SC:
Akron, OH:
Baton Rouge, LA:
Harrisburg-Lebanon-Carlisle, PA:
Monterey-Salinas, CA:
Little Rock, AR:
Greenville-New Bern, NC:
Stockton, CA:
Columbia, SC:
Gainesville-Ocala, FL:
Syracuse, NY:
Colorado Springs, CO:
Portland, ME:
Springfield, MA:
Daytona Beach, FL:
Spokane, WA:
Lakeland-Winter Haven, FL:
Toledo, OH:
Mobile, AL:
Ft. Pierce-Stuart, FL:
Madison, WI:
Boise, ID:
Wichita, KS:
959,500
913,300
908,100
879,600
850,200
843,500
836,300
805,200
787,800
777,200
749,900
745,200
714,800
699,000
696,900
682,600
681,400
677,000
652,100
630,200
613,000
606,500
605,700
604,400
595,500
589,800
586,800
585,200
580,700
573,200
569,500
567,000
550,200
546,700
544,100
532,400
532,100
528,800
516,100
515,600
508,700
508,500
506,300
499,700
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102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
Lexington-Fayette, KY:
Melbourne-Titusville-Cocoa, FL:
Visalia-Tulare-Hanford, CA:
Huntsville, AL:
Johnson City-Kingsport, NC-TN-VA:
Chattanooga, TN:
Lafayette, LA:
Augusta, GA:
Corpus Christi, TX:
York, PA:
Lancaster, PA:
Ft. Wayne, IN:
Victor Valley, CA:
Roanoke-Lynchburg, VA:
Worcester, MA:
Fort Collins-Greeley, CO:
New Haven, CT:
Modesto, CA:
Morristown, NJ:
Oxnard-Ventura, CA:
New Haven, CT:
Santa Rosa, CA:
Portsmouth-Dover, NH:
Bridgeport, CT:
Reno, NV:
Jackson, MS:
Lansing-East Lansing, MI:
Pensacola, FL:
Fayetteville, AR:
Fayetteville, NC:
Youngstown-Warren, OH:
Macon, GA:
Shreveport, LA:
Reading, PA:
Flint, MI:
Canton, OH:
Springfield, MO:
Palm Springs, CA:
Appleton-Oshkosh, WI:
Salisbury-Ocean City, MD:
Killeen-Temple, TX:
Beaumont-Port Arthur, TX:
Burlington-Plattsburgh, VT:
Tyler-Longview, TX:
492,600
487,800
487,000
476,100
471,400
466,700
466,700
466,000
465,600
463,000
445,700
445,400
442,200
440,200
438,400
438,400
437,600
433,300
431,500
430,700
429,200
428,000
418,800
417,500
416,500
414,400
402,800
401,000
387,600
384,800
379,500
370,600
353,400
353,300
349,100
346,400
341,400
341,000
339,800
335,400
332,800
327,300
326,300
325,200
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145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
Biloxi-Gulfport-Pascagoula, MS:
Atlantic City-Cape May, NJ:
Stamford-Norwalk, CT:
Fredericksburg, VA:
Trenton, NJ:
Eugene-Springfield, OR:
Davenport-Rock Island-Moline, IA-IL:
Savannah, GA:
Ann Arbor, MI:
Montgomery, AL:
Flagstaff-Prescott, AZ:
Peoria, IL:
Myrtle Beach, SC:
Asheville, NC:
Rockford, IL:
Ft. Smith, AR:
Tallahassee, FL:
Huntington-Ashland, WV-KY:
Evansville, IN:
Poughkeepsie, NY:
Hagerstown-Chambersburg-Waynesboro, MD-PA:
Utica-Rome, NY:
Amarillo, TX:
Lincoln, NE:
Anchorage, AK:
Odessa-Midland, TX:
Morgantown-Clarksburg-Fairmont, WV:
San Luis Obispo, CA:
Lubbock, TX:
Erie, PA:
Wausau-Stevens Point, WI:
Concord (Lakes Region), NH:
New London, CT:
Columbus, GA:
Merced, CA:
New Bedford-Fall River, MA:
South Bend, IN:
Richland-Kennewick-Pasco, WA:
Kalamazoo, MI:
Fort Walton Beach, FL:
Binghamton, NY:
Green Bay, WI:
Charleston, WV:
Dothan, AL:
322,200
320,700
318,300
318,200
317,000
313,000
311,700
311,100
308,800
308,700
306,200
306,200
304,700
289,300
288,100
281,600
278,200
269,500
266,900
258,600
257,100
256,500
251,200
250,800
250,600
246,800
245,300
244,000
241,400
240,300
239,000
238,300
238,100
232,300
229,800
228,000
223,900
222,900
220,100
219,100
214,700
214,700
214,600
212,600
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189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
Salina-Manhattan, KS:
Tupelo, MS:
Laredo, TX:
Frederick, MD:
Bryan-College Station, TX:
Waco, TX:
Yakima, WA:
Danbury, CT:
Traverse City-Petoskey, MI:
Manchester, NH:
Topeka, KS:
Chico, CA:
Cape Cod, MA:
Santa Maria-Lompoc, CA:
Fargo-Moorhead, ND:
Cedar Rapids, IA:
Duluth-Superior, MN:
Santa Barbara, CA:
Las Cruces, NM:
Medford-Ashland, OR:
Terre Haute, IN:
Champaign, IL:
Bend, OR:
Winchester, VA:
Florence, SC:
Tuscaloosa, AL:
Muncie-Marion, IN:
Laurel-Hattiesburg, MS:
Bangor, ME:
St. Cloud, MN:
La Crosse, WI:
Alexandria, LA:
Lake Charles, LA:
Olean, NY:
Elmira-Corning, NY:
Rochester, MN:
Lebanon-Rutland-White River Junction, NH-VT:
Jonesboro, AR:
Redding, CA:
Lima, OH:
Lafayette, IN:
Twin Falls-Sun Valley, ID:
Bloomington, IL:
Panama City, FL:
209,400
206,700
206,300
206,200
203,700
200,400
200,400
198,500
198,500
198,300
196,500
194,000
193,100
191,100
188,100
182,900
179,400
179,100
179,000
178,700
178,100
177,800
176,500
174,500
174,000
172,800
172,000
171,600
168,300
167,900
164,200
163,700
162,900
161,200
161,100
158,400
157,900
156,000
155,100
154,900
154,800
151,700
148,500
148,500
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233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
Columbia, MO:
Joplin, MO:
Muskegon, MI:
Eau Claire, WI:
Abilene, TX:
Pueblo, CO:
Lufkin-Nacogdoches, TX:
Albany, GA:
Billings, MT:
LaSalle-Peru, IL:
Monroe, LA:
Parkersburg-Marietta, WV-OH:
Wheeling, WV:
Florence-Muscle Shoals, AL:
Sussex, NJ:
Grand Junction, CO:
Valdosta, GA:
Wichita Falls, TX:
Grand Island-Kearney, NE:
Texarkana, TX-AR:
Battle Creek, MI:
Harrisonburg, VA:
Rapid City, SD:
Altoona, PA:
Montpelier-Barre-St. Johnsbury, VT:
Augusta-Waterville, ME:
Lawton, OK:
Williamsport, PA:
Watertown, NY:
Sioux City, IA:
Bismarck, ND:
Sheboygan, WI:
San Angelo, TX:
Decatur, IL:
Bluefield, WV:
Grand Forks, ND-MN:
Hot Springs, AR:
Jackson, TN:
Cheyenne, WY:
Brunswick, GA:
Casper, WY:
Beckley, WV:
148,100
142,900
142,800
141,400
140,800
136,700
136,300
136,200
130,200
130,100
129,500
127,900
127,200
126,900
126,700
125,700
122,600
119,000
117,300
115,600
113,900
113,200
111,000
109,600
107,700
106,300
105,700
102,200
101,400
100,700
99,700
97,600
96,700
93,200
92,500
85,500
84,200
83,400
80,800
69,000
68,100
67,800
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
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13.3 Top Genre
According to Nielsen, the following are the top formats for listeners in various
age demographics:
18-to-24
• Pop Contemporary Hit Radio:
12.4%
• Country:
9.1%
• Rhythmic Contemporary Hit Radio:
7.3%
• Adult Contemporary:
6.3%
• Hot Adult Contemporary:
6.1%
• Mexican Regional:
5.6%
• Urban Contemporary:
5.3%
• Alternative:
5.0%
• News Talk Information:
3.7%
• Classic Rock:
3.6%
25-to-54
• Pop Contemporary Hit Radio:
• Adult Contemporary:
• Country:
• News Talk Information:
• Hot Adult Contemporary:
• Urban Adult Contemporary:
• All Sports:
• Mexican Regional:
• Classic Rock:
• Classic Hits:
8.7%
7.5%
7.5%
6.8%
6.1%
4.9%
4.9%
4.7%
4.7%
4.6%
13.4 Daypart Listening
According to International Demographics (www.themediaaudit.com), adults
earning $150,000 or more in household income are 31% more likely than the general
population to listen to radio during the afternoon drive time (i.e., between 3:00 p.m. and
7:00 p.m.). Fifty-four percent (54%) of adults with a household income of $150,000 or
more tune in to radio during the afternoon drive time on a typical day; among all adults
that figure is 41%. Sixty percent (60%) of adults ages 21-to-34 with a college education
and a technical, professional or managerial job listen to radio during afternoon drive
time. Fifty-six percent (56%) of adults ages 45-to-64 with a household income of
$100,000 or more listen to radio during this time period.
The percentage of people listening to the radio between midnight and 5:00 a.m.
increased 10% year-over-year; nearly half of listeners during this time are between the
ages of 18 and 44.
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
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13.5 Digital Radio
Estimates by eMarketer (www.emarketer.com) put the number of digital radio
listeners at 159.8 million, with projections of 183.4 million listeners in 2018. The
number of U.S. monthly digital radio listeners has been, and is projected, as f ollows:
• 2012:
132.5 million listeners
• 2013:
147.8 million listeners
• 2014:
159.8 million listeners
• 2015:
169.3 million listeners
• 2016:
175.8 million listeners
• 2017:
180.0 million listeners
• 2018:
183.4 million listeners
Accustream Research (www.accustreamresearch.com) forecasts monthly
listening hours for digital radio listening at 6.70 billion in 2016, up from 4.22 billion in
2014. The number of listening hours has been, and is projected, as follows:
• 2009:
61 million
• 2010:
86 million
• 2011:
1.33 billion
• 2012:
2.03 billion
• 2013:
3.00 billion
• 2014:
4.22 billion
• 2015:
5.45 billion
• 2016:
6.70 billion
13.6 Market Resources
Arbitron Research, a Nielsen company, 9705 Patuxent Woods Drive, Columbia, MD
21046. (410) 312-8000. (www.arbitronresearch.com)
International Demographics, 10333 Richmond Avenue, Suite 200, Houston, TX 77042.
(713) 626-0333. (www.themediaaudit.com)
Nielsen, 85 Broad Street, New York, NY 10004. (800) 864-1224. (www.nielsen.com)
The Center for Radio Information, 18 Fair Street, Cold Spring, NY 10516.
(800) 359-9898. (www.the-cri.com)
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
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26
VIDEO ACCESS
26.1 Digital Video Viewers
According to comScore (www.comscore.com), 196.5 million U.S. Internet users
watched videos in August 2014.
eMarketer (www.emarketer.com) assesses the number of video viewers as
follows:
Digital Video View ers
•
•
•
•
•
•
2012:
2013:
2014:
2015:
2016:
2017:
171.6 million
182.5 million
190.6 million
196.6 million
201.0 million
204.6 million
Mobile Video Viewers
63.7 million
74.4 million
88.7 million
100.1 million
109.6 million
116.9 million
The number of mobile video viewers by device is assessed as follows (source:
eMarketer):
Smartphone
•
•
•
•
•
•
2012:
2013:
2014:
2015:
2016:
2017:
61.2 million
74.4 million
89.0 million
101.3 million
110.4 million
117.4 million
Tablet
56.6 million
92.6 million
113.4 million
126.0 million
134.0 million
141.5 million
Frank N. Magid Associates (www.magid.com) reports devices used, by age, to
watch digital video in 2014 as follows:
Laptop
•
•
•
•
13-to-17:
18-to-34:
35-to-49:
50-to-64:
73%
76%
57%
42%
Smartphone
64%
55%
43%
21%
Tablet
58%
60%
52%
40%
The Cross-Platform Report, published in September 2014 by Nielsen
(www.nielsen.com), reported time spent per week watching video as follows:
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
• 144 •
•
•
•
•
•
•
•
2-to-11:
12-to-17:
18-to-24:
25-to-34:
35-to-49:
50-to-64:
65 and older:
Internet
Smartphone
20 minutes
26 minutes
118 minutes
122 minutes
109 minutes
66minutes
21 minutes
26 minutes
17 minutes
12 minutes
5 minutes
-
26.2 Top Video Websites
Ranked by number of unique viewers in August 2014, the following are the most
popular websites (source: comScore):
• Google sites (primarily YouTube): 159.8 million
• Facebook.com:
108.3 million
• AOL, Inc.:
62.5 million
• Yahoo! sites:
54.6 million
• Maker Studios Inc.:
46.0 million
• VEVO:
42.9 million
• NDN:
39.7 million
• Amazon sites:
38.2 million
• Vimeo:
34.6 million
• Viewster Media:
34.5 million
26.3 YouTube
According to AYTM Market Research (www.atym.com), Internet user visits to
YouTube in 2013 were as follows (percentage of respondents):
• Every day:
21.7%
• A few times per week:
27.5%
• About once per week:
10.0%
• A few times per month:
14.5%
• About once per month:
4.0%
• Rarely:
13.7%
• Never:
8.5%
SocialBlade (www.socialblade.com) ranks YouTube channels based on number
of subscribers in October 2014 as follows:
•
•
•
•
•
PewDiePie:
holasoygerman:
smosh:
RihannaVEVO:
OneDirectionVEVO:
Subscribers
Video Views
31,786,348
19,788,084
19,113,713
14,827,221
14,317,357
6,531,847,409
1,499,415,115
3,751,494,900
5,482,123,955
3,300,226,981
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
• 145 •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
JennaMarbles:
KatyPerryVEVO:
EminemVEVO:
nigahiga:
machinima:
ERB:
RayWilliamJohnson:
skydoesminecraft:
TheFineBros:
JustinBieberVEVO:
TheEllenShow:
vanossgaming:
portadosfundos:
werevertumorro:
14,175,068
14,122,590
13,675,663
13,125,035
11,987,703
11,078,210
10,786,722
10,542,627
10,501,161
10,306,317
9,999,421
9,396,804
9,159,660
8,887,004
1,587,313,912
4,272,776,961
4,091,368,317
1,950,848,348
5,175,904,228
1,301,934,633:
2,748,321,667
2,347,632,542
2,289,562,599
5,176,747,929
2,986,964,046
1,513,722,634
1,258,468,729
1,148,923,613
26.4 Market Resources
comScore, 11950 Democracy Drive, Suite 600, Reston, VA 20190. (703) 438-2000.
(www.comscore.com)
eMarketer, 11 Times Square, New York, NY 10036. (212) 376-5291.
(www.emarketer.com)
The Nielsen Company, 85 Broad Street, New York, NY 10004. (212) 708-7500.
(www.nielsen.com)
ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK 2015-2016
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27
VIDEO ADVERTISING
27.1 Market Assessment
According to eMarketer (www.emarketer.com), U.S. digital video ad spending
has been, and is projected, as follows (change from previous year in parenthesis):
• 2011:
$ 2.00 billion (40.8%)
• 2012:
$ 2.93 billion (44.5%)
• 2013:
$ 4.20 billion (45.3%)
• 2014:
$ 5.96 billion (41.9%)
• 2015:
$ 7.77 billion (30.4%)
• 2016:
$ 9.45 billion (21.7%)
• 2017:
$11.12 billion (17.6%)
• 2018:
$12.71 billion (14.3%)
27.2 Video Ad CPM
Credit Suisse (www.creditsuisse.com) assesses the U.S. video ad cost per
thousand views (CPM) for indirect placements, midtier sites, and premium destinations
as follows:
•
•
•
•
•
•
•
•
2010:
2011:
2012:
2013:
2014:
2015:
2016:
2017:
Indirect
Midtier
Premium
Avg. CPM
$16.10
$16.90
$17.80
$18.60
$19.60
$20.50
$21.60
$22.70
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$25.00
$45.00
$40.50
$36.50
$32.80
$31.20
$31.20
$31.20
$31.20
$26.90
$26.00
$25.30
$24.60
$24.45
$24.80
$25.30
$25.80
27.3 Video Ad Engagement
Consumers are 27 times more likely to click through online video ads than
through standard banners, according to Media Mind (www.mediamind.com).
According to a 2013 report from Unruly (www.unrulymedia.com), online video
viewers are almost three times more likely to click through to a brand’s website from
their smartphone or tablet than from their laptop or desktop computer. The average
click through rate (CTR) for mobile campaigns is 13.6%, compared with 5.4% for
desktop.
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The Nielsen Company (www.nielsen.com) reports that native online video ads
can generate an 82% brand lift.
According to Google (www.google.com), 79% of in-stream online video ads are
watched to their midpoints; 72% are watched to their completion.
Social and mobile gaming video ads have a 91% completion rate, according to
MediaBrix (www.mediabrix.com).
27.4 How Video Ad Inventory Is Purchased
A 2013 survey by Adap.tv (www.adap.tv) and Digiday (www.digiday.com)
assessed the buying of online video ad inventory. The survey found leads for agencies
and brands as follows (percentage of respondents):
•
•
•
•
•
Direct from a publisher:
From an ad network:
From a demand-side platform (DSP):
From an ad exchange:
From an agency trading desk:
Agencies
Brands
86%
85%
36%
34%
22%
68%
75%
21%
28%
18%
27.5 Video Ad Metrics
Digital Video Study, by BrandAds (http://brandads.com), reported that among U.S.
agency and brand professions who use a third-party vendor to measure effectiveness
when buying digital video ads, the following metrics are used (percentage of
respondents):
• Impressions:
86%
• Clicks:
83%
• Completions:
71%
• Average of all three:
37%
_________________________________________________________________
“Video ad metrics are a curious area, where
several metrics are popularly used but often
inadequate by themselves – such as
impressions and clickthrough rates (CTRs). But
even more robust metrics – such as completion
rates – work best when viewed in concert with
other prime metrics, such as social activities
and brand health studies.”
eMarketer, 1/22/14
_________________________________________________________________
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27.6 Social Video Ads
Video is emerging as a format for social media ads. A 2013 survey by Mixpo
(http://multiscreen.mixpo.com) asked ad agency executives about their ability to
implement a social video campaign. Responses were as follows (percentage of
respondents):
• Growing our capability:
40%
• Reasonably competent in this area:
26%
• New strategic area of focus:
20%
• Underperforming in this area:
8%
• Not concerned with social video advertising:
5%
Ad executives participating in the Mixpo survey said that they planned to run a
video ad campaign in 2014 on the following platforms (percentage of respondents):
• YouTube:
69%
• Facebook:
49%
• Twitter:
24%
• Vine:
18%
• Instagram:
14%
• LinkedIn:
13%
27.7 Interactive Video Ads
The deployment of interactive video ads with some type of two-way
communication between advertisers and audiences is on the rise. According to
Interactive Video Advertising: Seven Best Practices For A New Ad Channel, a 2013
report by eMarketer, an estimated 10% to 20% of all digital ads have some type of
interactive component, an increase from 2% in 2012.
_________________________________________________________________
“Interactive video advertising has been a clear
winner for entertainment companies and
automakers. But now, unlikely suitors including
consumer packaged goods and pharmaceuticals
are seeing success with the immersive ad
concept.”
Tal Chalozin, Chief Technical Officer
Innovid
eMarketer, 9/13/13
_________________________________________________________________
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27.8 Viral Video Ads
Viral is the Internet equivalent of old-fashioned word-of-mouth. It’s a marketing
strategy that involves creating an online video that is novel or entertaining enough to
prompt viewers to pass it on to others – spreading the message across the Internet like
a virus and at no cost to the advertiser.
The following were the most viewed viral video ads on YouTube
(www.youtube.com) in 2013:
• Evian, Baby & Me:
70.8 million views
(www.youtube.com/watch?v=pfxB5ut-KTs)
• Volvo Trucks, The Epic Split:
68.6 million views
(www.youtube.com/watch?v=M7FIvfx5J10)
• Dove, Real Beauty Sketches:
61.8 million views
(www.youtube.com/watch?v=XpaOjMXyJGk)
• Carrie, Telekinetic Coffee Shop Surprise:
53.6 million views
(www.youtube.com/watch?v=VlOxlSOr3_M)
• Microsoft, Child of the 90s:
48.6 million views
(www.youtube.com/watch?v=qkM6RJf15cg)
• Pepsi Max, Test Drive:
40.5 million views
(www.youtube.com/watch?v=Q5mHPo2yDG8)
• WestJet, Christmas Miracle:
35.2 million views
(www.youtube.com/watch?v=zIEIvi2MuEk)
• Google, How It Feels [through Google Glass]:
23.0 million views
(www.youtube.com/watch?v=v1uyQZNg2vE)
• PooPourri.com, Girls Don’t Poop:
22.9 million views
(www.youtube.com/watch?v=ZKLnhuzh9uY)
• Kmart, Ship My Pants:
20.5 million views
(www.youtube.com/watch?v=I03UmJbK0lA)
• GEICO, Hump Day:
19.9 million views
(www.youtube.com/watch?v=kWBhP0EQ1lA)
• GoPro, Fireman Saves Kitten:
19.8 million views
(www.youtube.com/watch?v=CjB_oVeq8Lo)
• Ram Trucks, Farmer:
16.8 million views
(www.youtube.com/watch?v=AMpZ0TGjbWE)
• TrueMove, Giving:
15.2 million views
(www.youtube.com/watch?v=7s22HX18wDY&list=
PLHV9uLu0uX5hi2B-DV7Uk-69HYjNkjn9E&feature=
c4-overview-vl)
• Google Search, Reunion:
11.4 million views
(www.youtube.com/watch?v=gHGDN9-oFJE)
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27.9 Market Resources
eMarketer, 75 Broad Street, 31 st Floor, New York, NY 10004. (212) 763-6010.
(www.emarketer.com)
Web Video Marketing Council, 17 Colonial Road, Dover, MA 02030. (508) 686-2802.
(www.webvideomarketing.org)
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